A thorough Agency Review Process is a collection of micro-moments across all touch-points with the ultimate goal of creating the right client-agency partnership.

Agencies sometimes approach responding to RFPs and Pitch Assignments with additional bells and whistles as an attempt to demonstrate how much they want to win the business by going the extra mile. We’ve seen complex microsites, the creation of podcast or full video responses, answering questions not asked, providing additional documentation, etc. We’ve seen agencies tell clients they’re thinking about their challenge wrong and they will help them think about the real challenge in the right way. We’ve seen agencies come into pitch meetings with egos inflated, acting like they know more about their potential client’s business, products and audience than they do. You name it, we’ve seen it.

Clever, right? Maybe? Maybe not.

But what agencies don’t is see is how these intended helpful additives land with the client teams. We’re in the front row for those internal discussions.

Let’s discuss the impact of each:

You made a complex microsite, created of podcast or full video response, answered questions not asked, provided additional documentation, etc. for your potential client to review during the Written RFP Phase.

Most agencies interpret these actions as a way to demonstrate to the client team how much you want their business, how smart you are and how you’re willing to go above and beyond.

Most clients interpret these actions as, well, annoying.

Here’s why: The client team is trying to pack reviewing several RFP responses into their already super full work schedule and never-ending life responsibilities. You just added one-more-thing for them to do in a day that has more things to do than there is time to do them.

And, the truth is, most clients don’t even review the extra thing you spent so much extra time building for them.

Instead of adding more thing to your client’s plate to show them how smart you are, show them what a great partner you can be by making your response easy for them to read.

Here’s how:

• Add a summarized answer before each longer answer
• Be direct and concise in your response
• Format the response so the information is easily digestible
• Break-up long text with images, infographics, quick videos and other mixed media

You respond to the Written RFP or the Pitch Assignment by telling the client that they’re thinking about their challenge wrong and they will help them think about the real challenge in the right way.

Sigh. We need a big deep breath here.

Agencies do this thinking that it shows how smart you are and how much you’ll impact the client’s business. It’s the idea of showing your value by pointing out what is wrong. But, what you forget it this: You don’t know everything.

There’s a lot that is going on behind the scenes. There are individual goals, marketing team goals, inter-team politics, outside drivers, previous experiences, personal motivations, pressures from the board… the list goes on.

The client team asked you these specific questions because they need to know the answers. So, even if the questions aren’t the ones you’d ask or the “perfect” questions in your eyes, answer them.

And, remember that the person (or team) who asked the questions or wrote the pitch assignment is reading your response or in the pitch meeting room. Coming right out of the gate telling them how they are wrong in front of their bosses, subordinates and peers is not the right way to start off a partnership. Show them respect.

If you believe they would benefit from your perspective (which is often why they are looking for any agency anyhow), there is a way to frame the conversation without insulting the team. This is what we call the “yes, and” approach.

Answer the question or respond to the pitch assignment directly and then add your point of view. This way, you are having the conversation that the client wants to (or needs to) have and then you are adding another idea/perspective/thought for consideration. It is a way to build on the conversation together, rather than ripping something apart.

You come into the pitch meetings with egos inflated, acting like you know more about the client’s business, products and audience than they do.

Yes, the client team has invited you in to help them reach their audiences more effectively (in one way or another, regardless of the services you’re there to discuss). Yes, they reached out to you because of your expertise. And, yes, they have asked you for help because they know they can’t do this job alone.

But, it is incredibly important to remember this: They are experts at the thing you are there to talk to them about.

They know their business, their products and their audiences. And while they may be inviting you in to share some competitive insights, help them expand on what they already know about their audiences, rethink their brand positioning, evolve their approach to global paid media and the like… acknowledging that they actually do know a thing or two about their business, products and audiences is extremely important. You have been thinking about them for days, weeks or maybe a few months… they have been thinking about this day-in-and-day out for a whole lot longer.

Your job isn’t to tell them what they already know or tell them where they got it wrong – your job is to help make whatever they are doing better.

Showcase how you can learn from each other. You bring the expertise around the service, help them rethink some interesting insights about the market or their audiences… and they will help you understand their business, how their internal operations impacts what’s possible, the nuances of their products/services, how their past experiences are impacting decisions, etc. While you are an expert in the room, so are they. Help them to understand that, with you as their partner, one-plus-one equals way more than two.

It is also important to remember that pitch meetings aren’t webinars or keynote presentations. You have a live audience of experts in the room (or virtual room). Talk to them. Ask them questions. When you share data, insights, assumptions or ideas – ask them what they think. Use this time together to collaborate and learn from each other.

And remember…

The client team is paying attention to how the agency communicates in writing, how you behave in the pitch meeting and to each detail during any finalist interactions. They notice everything. Your actions ultimately build or destroy confidence and trust.

Building trust and confidence should be the goal of every interaction.

So, how to win a pitch?

Show your potential client team what a great partner you can be to them by making your written response easy to read and easily digestible. Build on ideas with them by answering their questions and adding your perspective to the conversation. Remember that the whole is greater than the sum of its parts - they are experts at their business and that you can all learn from each other.